According to author Saul Berman, companies in nearly every industry are susceptible to disruptive forces “breeding a culture of free.” In his new book, “Not for Free: Revenue Strategies for a New World,” Berman discusses how opportunities can emerge when business products and services are more popular than ever, but consumers have an expectation of “free.”
Throughout the book, Berman outlines the lessons of failures and successes of various players in the media industry to show how businesses can reinvent their revenue models to grow organically in short term. According to Berman, the key to success is not about new products or technologies, it’s about understanding customers and delivering value.
Traditionally, companies have looked at customers through an “outdated mass segmentation lens,” Berman said. Technology has destroyed the usefulness of that model, but has offered up an alternative: segmentation based on how individuals behave surrounding use of products and information.
Berman outlines how companies can utilize the new segmentation methods available in order to creatively construct new revenue models in three definitive innovation areas. The book sells on Amazon.com for $19.77.